OHIO 6-6-22

OHIO EDITION

TIPS ON BREAKING INTO THE

CONCIERGE CARE: Services that Lure Clients and Transform Your Reputation

LUXURY MARKET

INCORPORATING CHARITABLE GIVING

FEATURED AGENTS

IN YOUR REAL ESTATE PRACTICE

DEIDRA DAVIS RICH RUSSO KATHY SEIFERT COVER STORY

STACEY & JIM LAMBRIGHT

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Incorporating Charitable Giving in Your Real Estate Practice

As real estate professionals, taking part in the community and serving others is central to a long-lasting practice. After all, agents are in the business of homeownership, building a financial future, and helping their clients begin new and fruitful chapters. With that in 4

mind, how might an agent deliver that spirit of service in a broader sphere?

The truth is, charitable giving offers nothing but upsides. Contributing to a worthy cause is a noble and meaningful endeavor, but it

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Contributing to a worthy cause is a noble and meaningful endeavor, but it also presents positive byproducts for the giver: tax write-offs, name recognition in the community, and the ability to expand your network.

also presents positive byproducts for the giver: tax write-offs, name recognition in the community, and the ability to expand your network. If charitable giving is an idea you’ve toyed with, or a practice you’ve engaged in only now and again, here are a few ways to make it a foundational element of your business and a win-win for all.

Find causes that speak to you.

Donating funds or resources can feel anonymous if you’re divorced from the organization you’re working with. While national and international charitable organizations are certainly effective and worthwhile, you might consider partnering with local chapters of those organizations, or identifying hyper-local organizations that address need in your state, county, town, or even your own neighborhood. The first step to establishing a charitable relationship is to find a cause that you genuinely care about. For many, animal rescue is a tangible cause where resources and volunteership are always welcome. For others, children’s health and advocacy is a calling. Regardless Top Agent Magazine

of your personal passion, participation can be big or small. From sponsoring a local youth sports league to partnering with an area animal shelter for their annual spay-athon event—there are all sorts of ways to make a difference.

Unite your team for the common good.

One way to make charitable giving a staple is to do it in arm and arm with others. Supporting a local cause is a great way to bring your team together in a unifying capacity. Hosting coat drives in winter, blanket drives for local animal shelters, or backpack drives for needy students at the start of the new school year— all are straightforward and highly useful, direct ways to give to your community as a team. It’s also important to set collective goals as a way of keeping people motivated and accountable over time. Offices are productive, but often hectic spaces.

Injecting a collective goal with a positive, tangible result can create an ambiance of goodwill and generosity—both of which are worthwhile attributes to cultivate as

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the leader of your team. Lastly, consider timely giving as a way of connecting your team to their community. Natural disasters, local fundraising drives, and improvement funds are all direct ways your team can contribute, while they themselves reap the benefit in the community.

Include clients in the process.

You’ve likely heard of charitable donations made in the name of your client as an alternative to the classic closing gift, but there are a few ways you might update this method of giving. For starters, consider including your clients in the selection process. Do they have a special cause that’s close to their hearts? Likewise, you might

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consider making regular, consistent giving a part of your routine post-closing. Instead of following up with your yearly poinsettia plant or pumpkin, you might find a cause in their neighborhood or township that you can support in their name. It’s wise to choose something apolitical, but a cause that’s hyperlocal to their area demonstrates unique thoughtfulness.

There are plenty of ways in which society as a whole can benefit from charitable causes that build goodwill in the world, support those less fortunate, and bolster a positive future. Incorporating charitable giving in your business model is a generous way to make this mentality a central tenet of your team and a defining characteristic for your clients to remember.

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STACEY & JIM LAMBRIGHT

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THE LAMBRIGHT TEAM

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Stacey and Jim have built a legacy for themselves by helping others with their incredible community work, as well as the transition they are making in the business from agents to mentors.

Stacey and Jim Lambright have been selling real estate for 25 years now as owners of The Lambright Team, part of eXp Realty in Central Ohio. The couple have enjoyed tremendous success over the years – 58 homes sold in 2021 alone 8

worth $15.8 million, up 62 percent since 2019. But those aren’t the numbers they are concerned with.

Stacey and Jim certainly have a sterling reputation for helping clients buy and sell Top Agent Magazine

their homes, but they have already built a legacy for themselves by helping others with their incredible community work, as well as the transition they are making in the business from agents to mentors.

The couple coaches 138 agents across the country and internationally, including three in India. The long-term goal is mentoring 1,000 agents in five years.

And their longevity gives them enough wisdom to coach new REALTORS® Top Agent Magazine

how to handle the ups and downs.

“We can take our decades of success AND our failures and turn that into valuable lessons for our newer agents. The amazing thing about this, we are very hands-on with our agents and available 24/7. It does not matter if they are in Ohio or India,” Stacey said. “We Zoom, call or text so this has allowed us the freedom to travel with a purpose. We are connecting 9

with Agents everywhere we go, adding partners in every state and internationally.

Our focus right now is the Caribbean, so not a bad office!”

The industry is changing from a technology standpoint and opening more points of contact to do business, perhaps one of the few good byproducts of the pandemic.

Repeat clients, referrals, friends and family make up more than half their business, but Stacey and Jim have always been the same laid-back, down-to-earth couple that prompted Jim to say, “If we can’t do business with you in flip-flops and shorts in the summer, we’re probably not your REALTORS®.” Yet as well known as they

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are as real estate agents, their community initiatives are extraordinary. And make no mistake – the couple does more, way more, than just cut a check.

Stacey and Jim helped co-found two non-profits. The Drill4Life.org foundation helps build water wells in Zimbabwe, while FFBF-Cbus.org works with the Mt. Carmel Medical Outreach Team in Columbus, Ohio to help the homeless and less fortunate with food, essential care and veterinary service for their pets – just one reason why some people decline going to a shelter for fear of having to relinquish their furry friends.

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“Our new mission that we are extremely passionate about is the ‘Sell a Home Save A Child’ movement. We have partnered with www.forwardEdge.org and other Real Estate Professionals and pledged a donation from every closing to go toward their mission of helping children trapped in poverty reach their full potential by meeting their basic needs (food, safe water, health care, safety) and empowering them with quality education and vocational training,” Stacey said.

The Lambright Team is also one of the local Homes for Heroes agencies in Columbus, giving cash back to local 11

heroes after a closing as a way of saying ‘thank you.’ Stacey and Jim look at every transaction as a reduced commission because of their community involvement, and they would have it no other way.

Oh, and one more thing to symbolize this amazing couple. For years now Jim heads

to his porch every morning to hand-feed the raccoons that come out of the woods, including a mother who has brought her babies to see him every year. Jim says there’s a method to the madness – agents can be successful in their business, give back to the community and still feed the raccoons with hard work and dedication.

Stacey and Jim Lambright – The Lambright Team – can be reached on Stacey’s mobile at 614-315-4663 (text is best).

Stacey’s email is staceylambright@gmail.com.

The Lambrights have profiles on Redfin, Google and LinkedIn. Their website is staceylambright.exprealty.com www.

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614.315.4663 fb.com/TheLambrightTeam ig.com/TheLambrightTeamOhio StaceyLambright.EXPRealty.com

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Michael P. Farrell is proud to congratulate

Stacey & Jim Lambright

on being featured for the State of Ohio in Top Agent Magazine!

Michael P. Farrell |Divisional Manager | NMLS# 211580 t: (614) 869-4501 c: (614) 581-4809

mfarrell@totalchoicemtg.com | totalchoicemtg.com www.

555 S Front Street, Ste 150. Columbus, OH 43215 14

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Concierge Care: Services that Lure Clients and Transform Your Reputation It’s a no-brainer: customer service is central to success in the real estate industry. While properties may be the product, this industry really revolves around people and the relationships you cultivate along the way. With that in mind, how would you describe the service you provide? If solid service is the baseline, then to set yourself apart you must deliver service that’s exceptional. But, how? Returning calls and displaying a friendly face won’t necessarily separate you from the pack. If you really want to take your customer service to the next level and build a reputation for white-glove, concierge-level courtesy, then keep a few of the following tips in mind as you create a professional style that’s completely bespoke.

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Make your communications matter For many agents, communication during and after a transaction are perfunctory affairs, with one-sizefits-all newsletters or promotional postcards that feel mass-produced. To really grab the attention of your clientele, you’ll want to build a recognizable brand. To accomplish this, begin by adding value to your regular communications. Clients are likely to bypass your communications if they think your only intent is to sell them something. Focus instead on creating content that’s compelling and dishes out value to your clientele. Just like a favorite blog you revisit again and again for its quality content, con-

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sider your communications as an extension of your brand and identity. A few popular ideas from which clients can derive value include: local restaurant guides, tax tips for homeowners, reports on home values and the marketplace, or highlighting home décor and landscaping trends. Make your communications readable and useful, and your clients past and present will think twice before skipping past your name.

Showcase the lifestyle Clients remember when you go the extra mile, and that additional effort distinguishes run-of-the-mill agents from high-powered professionals. Whether listing or buying, consider a property’s lifestyle.

First, think about a client’s everyday experience.

Where’s the best breakfast spot nearby? How’s access to public transportation or bike paths? Which outdoor recreational opportunities exist in the area?

Where might your client swing by for coffee?

Neighborhood guides that outline the livability of a home and its area not only boost value and highlight potential, but they also demonstrate your ability to think outside the box and connect on a personal level. After all, a home isn’t just a house; a home is all about the daily experience that unfolds within and beyond those four walls. With that in mind, do your homework and make yourself a local expert.

Your clients will feel they’re in good hands and will better envision their future unfolding, all thanks to your thorough legwork.

Customize your approach to clients As an agent, it’s only natural that you build your own daily routines and practices that keep your business running. While it’s necessary to create positive habitats that streamline your workflow, it’s also important to remain adaptable. For instance, Millennial clients may prefer to chat by text, instant 16

message, or email, whereas older clientele may prefer face-to-face time or connecting by phone call.

Adapting your communication style is as simple as a brief discussion: ask your client how they prefer to communicate and adapt accordingly. While it may seem like a small matter, it provides clients with a sense of comfort and control. Again, the key here is communication. Talk with your clients about their preferred methodology. Maybe they prefer a marathon house-hunting trek on a weekend day, or perhaps they rather sift through listings online before making in-person visits to a narrowed list. It’s okay to encourage clients or fill them in on industry norms, but it’s important to create an experience that’s tailored to their style and personality.

Authentically seek feedback While it may feel uncomfortable, asking for feedback during and at the end of a transaction can dramatically improve your working style and professional blind-spots. It can also help you adapt your working style to better suit your respective clients.

Of course, it’s important to be open-minded and to quash the need to be defensive. Not all feedback will be useful, but you can incorporate the parts that are. This not only grows your skillset, but it also demonstrates to clients that you are open to constructive criticism and sincerely prioritize a job well done over personal praise. As a bonus, positive feedback can be parlayed into client testimonials, which are incredibly useful tools to boost your business on the whole.

It’s no secret that real estate is a busy, self-determined business. While your client care may feel all accounted for, there is always room to grow. Professionals at the top of their field know this and never stop building out their repertoire. If you want to take your business to the next level and create an imprint that’s synonymous with concierge care, then keep these ideas in mind as you build your relationships and your brand.

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DEIDRA DAVIS Deidra Davis of Solon, Ohio, has enjoyed tremendous success in her twenty-nine year career as a REALTOR®. Her unrelenting desire to learn, grow, and serve her community and family has led her on a journey that she enjoys reflecting on, but more importantly, actively pursing the next chapter: “I’m an educator, and a single mom, and I am still making huge strides in Northeast Ohio in real estate.

It’s my passion.”

Deidra’s journey began in 1993 with her (then) fiancé, who encouraged her to embark on a business venture in real estate. They relied on interpersonal relationships to fuel their business, and over the years, worked for several different brokerages. They started with Dolores Knowlton in Ohio, transitioned to McMullan Realty, and eventually to Century 21 Homestar. She reflects laughingly about the hurdles she had to clear to close a sale when she first began: “Back when I started, everyone had to be in the room – the buyer, the seller, the list agent, the buyer agent, and we had to press into all the documents and collect carbon copies and everything!”

Deidra’s business today is almost unrecognizable from the stuffy, paper filled rooms of the twentieth century.

She is the founder of her own LLC (Deidra REALTOR® of Distinction), and along with Jermaine Brooks and Chris Lewis, who make up the “List Sell Buy” team at Keller Williams, she serves all of Northeast Ohio.

Last year, Deidra was able to clear $5.6 million in volume, and she attributes much of her success to her teammates, and the support and training she received at Keller Williams. “The fact that I do have the support of the team – they say, ‘I’m going to allow you to fly – we’re going to take care of the paperwork, we just need you to go do what you do best.’”

Ultimately, what Deidra does best is connect and serve.

She is an active member of Alpha Kappa Alpha Sorority Incorporated (holding august company with the likes Top Agent Magazine

of Vice President Kamala Harris), Eta Phi Beta Sorority Incorporated, and the Jack and Jill of America Erie Shores chapter. She also proudly represents the members of her congregation at Greater Abyssinia Baptist Church, and aims to bring integrity into her business at every turn, hoping that people “see me as an educator there, and someone they can really trust.” She remembers getting one client for life by, paradoxically, making a mistake: “I told the client, ‘I will fall on the sword because I made that error, and I take the blame.’ If I’m at fault … and if I have to cut the commission because of something I did wrong, I don’t mind.”

Her commitment to truth and sincerity make Deidra a model within the profession, and a proud mother to her two sons, Lawrence Butler Jr. (26), and Dominic Davis (13). Now that she’s operating her own business, she is excited to chase the horizon of growth; especially after finishing staging school! She sees endless opportunities to grow her team, and expand her business into the realms of staging, house flipping, and education.

To learn more about Deidra Davis, call 216-965-4761, email deidra.davis@kw.com, or visit www.realtor.com/realestateagents/ www.realtor.com/realestateagents/5e98b85ad25ff000112847e0 5e98b85ad25ff000112847e0 17 Copyright Top Agent Magazine

RICH RUSSO There’s a different kind of real estate team in Greater Columbus. Rich Russo makes sure of that. With Jen Krohn, his licensed assistant and nine agents working with him, the difference helps them maintain a presence with a massive 97% referral rate. The difference is that this team is not transaction based.

They’re relationship based. They don’t care what kind of house you come to them with or are looking for or what dollar value comes with it. It’s not about the numbers behind what you buy or sell.

They don’t push for deals. Instead, they grow lasting relationships.

Rich and his team know that one deal won’t make or break them, but a long-term relationship with their client will only help both parties. During that relationship, his team will be by their side. Whether it’s direct real estate questions, or help figuring out a financial puzzle, the team is there in a forever relationship that doesn’t end when the contract is signed. Purchases are approached holistically, not just as a stand alone event. Rich dives deeper, using an extensive background in finance to get involved in the details of the client’s income and expenses and how that will all fit in with the financing plan of their property, including giving attention to just how long they plan to stay in the house. This is not just a simple ‘let’s sell you a house’ procedure.

Clients come back just to tell him how different the transaction experience was compared to anything they’ve experienced. That’s the driving reason why they keep coming back. Rich’s office doesn’t rely on marketing mailers or CRMs to dictate how they

stay in touch with their client base. It simply occurs in a natural and flowing manner. In today’s free-for-all marketplace, it’s the detailed managing of the transaction that matters more than any marketing push. Understanding how to price a property and getting the best terms possible is hyper important, not just throwing up a sign and working with whatever comes along. It’s all about managing how a deal progresses.

These non-traditional approaches clearly get the job done. Between himself and his licensed assistant, 2021 racked up $21 million in transactions over 92 transactions. The team is driven because they like helping people. Rich wants to see people get the goals that they want to accomplish. He’s going to expand that to his own team by bringing in more members and teaching them how to generate wealth and find their own success in the real estate marketplace. Hopefully, those additional members will include his two daughters that have majored in finance and marketing, to one day maybe take over the business from him.

Until then, he remains out in the field, enjoying the competitive nature of the business, a love he shares with his coaching of college lacrosse. It’s fun getting out there and meeting people all day, although maybe not as fun as hitting the Florida beaches when he can. Rich remains a brutally honest person, just as easily telling you his strengths as his weaknesses.

That’s what forms the loyalty of his client base as well as his team – knowing that to Rich success is not just a dollar figure, but a whole life approach of fiscal, physical and mental well-being.

For more info, call 614-937-8699 and email RichRusso@RichRussoRealty.com 18

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How to Cut Down on Digital Distractions

and Up Your Productivity As a real estate professional, staying tethered to your phone and computer are likely par for the course. When your office is on-the-go and you’re fielding round-the-clock questions from clients, it’s only natural that you’ll be drawn to your phone for professional updates. From refreshing your inbox and engaging with clients on social media, to drafting email blasts and coordinating with colleagues by text message— Top Agent Magazine

it can feel impossible to untangle yourself from the worldwide web.

As a professional, you may not be able to withdraw from the digital world completely, but there are a few techniques you can use to limit your extraneous digital distractions and streamline the time you spend online. After all, it’s entirely common to faithfully begin one task and then

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get unexpectedly drawn down the digital rabbit hole. To save yourself time and virtual burnout, here are a few ways to unplug, recharge, and make the most of your time online and off.

Focus on one digital task at a time.

While multi-tasking may seem like a sound approach to productivity, this method usually results in surface-level progress across a few tasks, rather than reaching the finish line on any.

Instead of opening multiple tabs and trying to do it all at once, hone in on one digital task at a time. Have emails to return? Allocate an hour to work exclusively on this to-do list item. Need to post a new blog entry? Pencil in a dedicated half hour. If you focus on one task a time and exclusively devote your energy and productivity to it for a set period, you’ll make a far bigger dent in your list of duties for the day.

Give yourself a curfew.

In the real estate business, the hours may seem never-ending, but if you don’t want to slow your productivity with fatigue, you’ve got to set some boundaries. Try setting up a digital curfew for yourself and put your phone away after a certain hour. Devote an hour or two before bedtime to time away from your computer and your phone—read a book, prep your lunch for the next day, or try a round of mindful meditation. Carve out space and time to disconnect from your technology and stick to the habit. By morning, you’ll be refreshed and ready to dive back in.

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Mute social media notifications and create dedicated check-in times instead.

Instead of taking a reactionary approach to social media—waiting for the dings and pings that lure you back to your screen—try muting some of your social media alerts and instead dedicate three timed windows per day to check-in on your timelines and engagement. If you’re constantly interrupted at unexpected intervals when someone likes a post or leaves a comment, your whole workflow can be derailed. Instead, unchain yourself from the instant gratification of responding to every buzz and beep your phone emits. Systematize your professional social media life and you’ll stay organized and on task.

Keep your inbox organized.

While it may take some time and effort to create a sorting system for your email inbox, it can go a long way to limiting distractions and stress. Create folders and an organizational flow and every communication will have a place and a priority.

That way, when you open up your inbox and have to go digging for old emails or exchanges with past clients, you won’t have to waste time sorting or feel overwhelmed by the clutter. If everything has its place, you’ll have an unobstructed, streamlined canvass to conduct business from.

Digital distractions don’t have to derail your day or sap your productivity. Email, internet, social media—all are tools to be commanded. With the right planning, understanding, and consistent execution, you’ll be able to wield the power of each without the downside of distraction.

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KATHY SEIFERT After spending 18 years as a human resources executive with one of the largest retailers in the country, Kathy Seifert found herself at one of those aptly named career crossroads.

‘Downsized’ out of her job, Kathy reached out to the broker who had sold her and her husband their home on the west side of Cleveland, Ohio to talk to him about a second career in real estate. “He encouraged me to get my license and I spent my first six months working with him and learning the business,” explains Kathy. It was a great experience and he gave me a piece of advice that I will always remember – never let anyone let you go again.”

Kathy realized that she needed to branch out on her own and was looking for the support of a national brand with a significant local presence. She found what she was looking for when she met an agent at an open house who encouraged her to consider moving over to his company. In May of 2017, Kathy made what she describes as the best decision of her life when she joined Keller Williams Chervenic Realty. “We have 7 offices with over 500 agents,” says Kathy. “I get the benefit of Chervenic’s large local footprint and the national brand and marketing tools of Keller Williams.

It is an ideal situation for me and for my clients.”

While Kathy enjoys interacting with the other agents in her office, Kathy works as a solo agent rather than as part of a team. “That style works best for me,” she explains, “and, honestly, I think it works best for my clients. I am a very hands-on person. I don’t want my clients to feel like I am passing them off to someone else. They know that they will have me start to finish.

I am all about communication.” That style seems to be

a winner for Kathy and for her clients.

She enjoys about 35% repeat business every year from prior clients and gets a significant number of referrals from people she worked with back in her corporate days. “Everyone’s story is different and the cool part of this business is getting to become part of those stories, helping them to achieve their dreams and goals,” Kathy said with a smile. “I have always worn my heart on my sleeve and I think that helps me be a good listener.”

Kathy’s market covers the entire Cleveland and Akron area but she often goes as far afield as Medina, Ashland and Wadsworth. “I try not to limit myself,” Kathy says. Basically, I go wherever my clients take me…and I am always learning about new communities and new places.” That strategy seems to be paying off. Kathy earned her company’s Bronze Award in 2020 for reaching over $7 million in sales volume. In 2021 she received the Silver Award for just shy of $11 million in sales. Her projection for 2022 is that she will exceed $15 million in sales.

Kathy’s passion for real estate is matched by her passion for family, community and neighborhood. “My husband and I are big advocates for our son, so we are very active with his school and his outside activities,” explained Kathy. “Plus, we live in an older neighborhood so I like to check in on my neighbors, make sure they have what they need and aren’t feeling alone.”

Kathy has also been a big supporter of Back the Blue, showing appreciation and support for area police officers, particularly those in the Parma and Parma Heights communities. Says Kathy, “Saying thank you is a small thing that can make a big difference”

Contact Kathy Seifert at kathyseifert@kw.com or by calling 440-840-0003

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Tips on Breaking Into the Luxury Market So, you’ve been doing residential real estate for a while and you’re looking to up your game. A lot of people consider going into the luxury market at that point. Or, maybe you started in the business always intending to specialize in luxury properties and were just learning the ropes before you tackled one of the industry’s most lucrative specialties.

No matter the reason, the luxury market is a whole new ballgame and you don’t want to go into it unprepared. First impressions are everything in this business, especially when you’re dealing with wealthy clients and investors. Here are few things to consider if you’re thinking of going from starter homes to estates.

LEARN HOW THE LUXURY MARKET AND CLIENTELE ARE DIFFERENT As experienced as you might be in traditional real estate, the luxury market is almost like starting at ground zero. Everything from the buyers, to the sellers, and obviously, the properties themselves, will take a new approach.

One of the key ways it is different is that the feeling of exclusivity truly matters. You will be doing more targeted marketing through high-end networking groups as wealthier clients tend to be more comfortable when 22

you come recommended by people they trust to have the highest standards. There are no mass-marketed open houses. It’s all about private showings. Although professional, one-on-one service is key in this business no matter what the price point, wealthier buyers are accustomed to concierge-style service, and the way to stand out from the rest is to provide service that goes above and beyond what even they expect.

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LOOK THE PART If you’re thinking of going the luxury route, creating high-end branding and marketing yourself properly is of the utmost importance.

That includes your own personal look. You and your business will need a total makeover, or at least a major upgrade. It might even be time to buy that new car you’ve always wanted. It is also key that all of your marketing materials are high end. So start gathering a stable of highly-trained professionals,

photographers, and stagers as every aspect of the service network you’ll be providing complements the brand that you’re selling.

It’s well worth the time to get all of this nailed down and seamless before you even think of entering the luxury market. Another good investment? You want to have an indepth knowledge of all the latest real estate technologies and innovations. Don’t just look the part, actually be on the cutting edge.

SELL THE LIFESTYLE Yes, you’re selling a home, but you’re also selling a lifestyle, which in luxury is almost more important. When someone is spending millions of dollars on a home, they want to see the fabulous life they will be living in their new digs. Really highlight amazing party spaces, unique one of kind features,

and amenities. As with anything of value, things that make a property rare, will automatically make it more appealing to people who can afford the best. It also helps people connect more emotionally with a home, giving it even more value than if you just try and sell it as a good investment.

NETWORKING, NETWORKING, NETWORKING Networking is an important aspect of this business at every level, but it a vital tool in the luxury market. Most of your referrals and targeted marketing will be done through luxury agent exclusive networking groups. In addition to that, it is even more important in this segment of the business to be actively

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involved in your community through volunteering and supporting local charitable events. You will not only build a stellar reputation, but you’ll also be giving back to the community you represent, and ultimately, integrity is what it’s all about in this business.

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